Kohl's brings beauty pilot to 12 stores
Kohl’s is bringing a new in-store beauty pilot to 12 stores across the United States.
The new experience doubles the Kohl’s footprint dedicated to beauty, offering new and existing brands amidst wider aisles, brighter lights and updated fixtures. In addition, the pilot spaces feature trained beauty advisors to help advise customers and provide samples, as well as interactive technology to help customers find their correct shade of makeup.
The first pilot, located in the Kohl’s store in Brookfield, Wisconsin, will be joined by 11 new locations. All expanded beauty stores will also offer The Beauty Checkout, Kohl’s’ millennial-targeted initiative that introduces Kohl’s customers to new and emerging beauty brands.
Launched in October and available both online and in over 200 stores, The Beauty Checkout will partner with Facebook starting in 2020 for further brand curation, with the social network helping to identify and engage with brands that have built a strong Facebook community.
As companies like Sephora and Ulta dominate the world of beauty retail, Kohl’s has worked to expand its beauty offering by bringing in prestige brands, testing out new technologies and introducing customers to new and emerging trends through initiatives like The Beauty Checkout.
Beauty efforts aside, times have been tough for Kohl’s. In November, the department store cut its annual profit expectations ahead of the all-important holiday shopping season, and missed same-store sales estimates for the third quarter, sending its shares down nearly 10%.
Sales from stores open for at least a year rose 0.4% in the third quarter ended November 2, while analysts on average had expected same-store sales to increase 0.76%, according to IBES data from Refinitiv.
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